Promotion of Entertainment Content Among Young People: Drivers of Viewers' Decision Making

Student: Matyushina Evgeniya

Educational Programme: Media Communications (Bachelor)

Year of Graduation: 2019

The general purpose of the research is to identify ways to promote entertainment content among young people and determine drivers of viewers' decision-making. To achieve the purpose of our work we have applied theoretical and empirical methods. Theoretical methods: · analysis · characterization · data classification · conceptualization (stating a problem and hypothesizing based on materials and aids) Empirical methods: · data collection (survey/poll, interview, observation); · data analysis (content analysis, statistical data analysis, comparative analysis) The expected outcome of our study is the confirmation of the hypothesis that the live promo is the most effective strategy for promoting entertainment content among young people. Keywords: audience, promotion strategies, drivers, TV content, entertainment.

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